An appraisal of mobile ad engagement on digital marketing performance: A study of a gaming app in Abuja, Nigeria.
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Background of the study
Mobile ad engagement measures how effectively mobile advertisements capture user attention and prompt interaction, playing a critical role in digital marketing performance. This study appraises how a gaming app in Abuja leverages interactive ads, such as rewarded videos and playable ads, to enhance engagement and drive conversions. These mobile ads are designed to be immersive and interactive, encouraging users to participate in challenges and share feedback (Okoro, 2023). The integration of data analytics helps the app refine its ad content and targeting strategies, ultimately improving overall campaign performance (Adeniyi, 2024). However, issues such as ad fatigue, user distraction, and varying device compatibility may limit engagement. This study will examine engagement metrics, including click-through and conversion rates, to assess the impact of mobile ad engagement on the app’s digital marketing performance, providing recommendations for optimization (Chinwe, 2025).
Statement of the problem
Gaming apps in Abuja often struggle to achieve high ad engagement due to ineffective mobile advertising strategies. Low interactivity and generic ad content lead to poor user response and diminished campaign performance. This study aims to identify the factors that reduce mobile ad engagement and evaluate their impact on digital marketing outcomes for the gaming app.
Objectives of the study:
To appraise the impact of mobile ad engagement on digital marketing performance.
To identify challenges in current ad strategies.
To recommend strategies for improving ad interactivity.
Research questions:
How does mobile ad engagement affect digital marketing performance?
What challenges limit ad engagement in gaming apps?
What improvements can boost ad interactivity?
Significance of the study
This study provides valuable insights into enhancing mobile ad engagement for gaming apps in Abuja, contributing to improved digital marketing performance and ROI (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single gaming app in Abuja and focuses solely on mobile ad engagement, excluding other marketing variables.
Definitions of terms:
Mobile Ad Engagement: The degree of user interaction with mobile advertisements.
Digital Marketing Performance: The effectiveness of digital ad campaigns.
Gaming App: A mobile application designed for interactive gaming.
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